Unlimited Broadband for £1.95

Even when you factor in the line rental requirement, these prices are extremely low. Given the ASA rules on traffic management on unlimited broadband being "reasonable" I wonder how they can break even at these prices. There's no guarantee landline calls will make up the profit given the prevalence of mobiles.

Re: Unlimited Broadband for £1.95

Could be a good option for web & email type customers who aren't demanding of their broadband, I'm sure there are millions of those, although the rise of iPlayer will highlight shoddy broadband well enough.